ADVO Inc., Windsor, CT, and Priceline WebHouse Club yesterday agreed to develop unspecified joint promotions.
The deal is the third major announcement ADVO has made this year under a plan to boost its Internet efforts.
Under the agreement, Priceline WebHouse will receive access to the shared direct mail giant's 24,000 clients and 600 sales associates. ADVO’s new ShopWise.com online subsidiary, which was announced late last month, will manage the co-promotions.
In March, ADVO acquired Netserts.com — essentially the dot-com section of its ShopWise shared direct mailer, formerly called Mailbox Values, which reaches 60 million homes weekly.
ADVO changed the name of Mailbox Values to ShopWise earlier this year to reflect planned diversification. The company distributes Netserts.com to 10 million households monthly.
Priceline WebHouse allows consumers to name their own prices for retail items and shop for them at a discount at local stores.
